Nutrition is a popular and often emotional topic among dog owners, which rather rely on information from the Internet or from lay people, like breeders, dog trainers, pet shop assistants or other dog owners (Handl, Zimmermann, & Iben, 2012) than from veterinarians. The image of commercial dog food has suffered over the last years from rumours and conspiracy theories about low-quality ingredients and negative health effects, spread mainly on social media, but also in the daily press and books (Grimm, 2007;Ziegler, 2016). There is a strong tendency to regard dogs as "little wolves on the sofa" although they have adapted to human lifestyle over the last thousands of years and even changed their digestive physiology (Axelsson et al., 2013). Thus, marketing strategies using these clichés and emotionalized pictures have become popular (e.g. to avoid unpopular wording like "additives"; Gerstner & Liesegang, 2018).On the other hand, homemade diets and especially raw feeding (Biologically Appropriate Raw Feeding [BARF]) are on the rise, entailing not only risks for both owners and pets alike (Dillitzer, Becker,